IntroductionMedia Planning in layman terms means deciding uponwhat media vehicles we are going to use to send out our message. The purpose isto deliver the message cost effectively. This is a very critical taskconsidering the number of different media tools available for marketersnowadays. It also involves deciding upon how much time and energy must beinvested in any activity. Media planning involves:1.
Strategydesigning which specifies the time and money invested for achieving themarketing objective2. Selectingmedia vehicles that suit our target audience best3. Budgeting The steps involved here are:1. Selectingthe target group (TG): This can be done based on the following factors· Buyerbehaviour· Demographic· Valueand Lifestyle· Geographic2. Specifyingmedia objectives: The objectives can be any of the following· Reach:What percent of the TG can we reach with the medium in given time? It is thepercentage of people who have had the opportunity to see (OTS) our message orhave been exposed to it in the specified period of time. It is typically 3-10exposures in aweek.
· Frequency:How often must the TG be exposed to the message in given time? It is the numberof times the TG will be exposed to the media carrying our message.· Weight:How much advertising is needed to accomplish the above objectives? 3 differentweight metrics are used: GRPs, TARPs, and ERPs.GRP indicatesthe weight that can be delivered by that advertising schedule. It is theproduct of Reach and Frequency.TARP measuresthe audience of a specific vehicle and is expressed as a percentage of theaudienceERP gives theeffective reach/frequency and signifies that the advertising is effective onlyif there aren’t too many or too few exposures. It depends on the level ofconsumer awareness, competitive position of the brand in the market, brandloyalty, creativity etc.
· Continuity:How should the budget be distributed over time? It has 3 types: continuousschedule (constant number of ads), pulsing schedule (gradually increasing – reachinga maximum – slowly decreasing) and flighting schedule (same as pulsing butstarts and ends at 0 ads).· Recency:How close to the purchase time should the ad be shown? It is based on 3 ideas:the first exposure is the most powerful, the goal is influencing brand choiceand reach should be maximized rather than frequency.· Cost:How can we achieve the objectives with minimum costs?To achieve all these objectives we mustuse different media together at different times during the day. 3. Selectingmedia vehiclesThe different types of media availableto a marketer are· TraditionalMedia: TV, Radio, Print etc· DigitalMedia: Web, Mobile, SEO, SEM, Email etc· EngagementMedia: Experiential, POP, Behavioural Marketing, etc 4. CostConsiderationsCost per thousand is the cost of reaching 1000members from the TG.
It is a measure of efficiency rather than effectivenessand the vehicles maybe ineffective if we reach the wrong audience.